Author Topic: Voice-to-skull technology used in advertisement  (Read 4109 times)

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Offline mtngirl1013

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Voice-to-skull technology used in advertisement
« on: December 11, 2007, 06:40:19 pm »
Hear Voices? It May Be an Ad
An A&E Billboard 'Whispers' a Spooky Message Audible Only in Your Head in Push to Promote Its New 'Paranormal' Program
By Andrew Hampp
http://adage.com/article?article_id=122491

Published: December 10, 2007 NEW YORK (AdAge.com) -- New Yorker Alison Wilson was walking down Prince Street in SoHo last week when she heard a woman's voice right in her ear asking, "Who's there? Who's there?" She looked around to find no one in her immediate surroundings. Then the voice said, "It's not your imagination."

Indeed it isn't. It's an ad for "Paranormal State," a ghost-themed series premiering on A&E this week. The billboard uses technology manufactured by Holosonic that transmits an "audio spotlight" from a rooftop speaker so that the sound is contained within your cranium. The technology, ideal for museums and libraries or environments that require a quiet atmosphere for isolated audio slideshows, has rarely been used on such a scale before. For random passersby and residents who have to walk unwittingly through the area where the voice will penetrate their inner peace, it's another story.

Ms. Wilson, a New York-based stylist, said she expected the voice inside her head to be some type of creative project but could see how others might perceive it differently, particularly on a late-night stroll home. "I might be a little freaked out, and I wouldn't necessarily think it's coming from that billboard," she said.

Less-intrusive approach?
Joe Pompei, president and founder of Holosonics, said the creepy approach is key to drawing attention to A&E's show. But, he noted, the technology was designed to avoid adding to noise pollution. "If you really want to annoy a lot of people, a loudspeaker is the best way to do it," he said. "If you set up a loudspeaker on the top of a building, everybody's going to hear that noise. But if you're only directing that sound to a specific viewer, you're never going to hear a neighbor complaint from street vendors or pedestrians. The whole idea is to spare other people."

Holosonics has partnered with a cable network once before, when Court TV implemented the technology to promote its "Mystery Whisperer" in the mystery sections of select bookstores. Mr. Pompei said the company also has tested retail deployments in grocery stores with Procter & Gamble and Kraft for customized audio messaging. So a customer, for example, looking to buy laundry detergent could suddenly hear the sound of gurgling water and thus feel compelled to buy Tide as a result of the sonic experience.

Mr. Pompei contends that the technology will take time for consumers to get used to, much like the lights on digital signage and illuminated billboards did when they were first used. The website Gawker posted an item about the billboard last week with the headline "Schizophrenia is the new ad gimmick," and asked "How soon will it be until in addition to the do-not-call list, we'll have a 'do not beam commercial messages into my head' list?"

"There's going to be a certain population sensitive to it. But once people see what it does and hear for themselves, they'll see it's effective for getting attention," Mr. Pompei said.

More disruptions
A&E's $3 million to $5 million campaign for "Paranormal" includes other more disruptive elements than just the one audio ad in New York. In Los Angeles, a mechanical face creeps out of a billboard as if it's coming toward the viewer, and then recedes. In print, the marketing team persuaded two print players to surrender a full editorial page to their ads, flipping the gossip section in AM New York upside down and turning a page in this week's Parade into a checkerboard of ads for "Paranormal."

It's not the network's first foray into supernatural marketing, having launched a successful viral campaign for "Mind Freak" star Criss Angel earlier this year that allowed users to trick their friends into thinking Mr. Angel was reading their mind via YouTube.

"We all know what you need to do for one of these shows is get people talking about them," said Guy Slattery, A&E's exec VP-marketing. "It shouldn't be pure informational advertising. When we were talking about marketing the show, nearly everyone had a connection with a paranormal experience, and that was a surprise to us. So we really tried to base the whole campaign on people's paranormal experiences."

So was it a ghost or just an annoyed resident who stole the speaker from the SoHo billboard twice in one day last week? Horizon Media, which helped place the billboard, had to find a new device that would prevent theft from its rooftop location. Mr. Pompei only takes it as a compliment that someone would go to the trouble of stealing his technology, but hopes consumer acceptance comes with time. "The sound isn't rattling your skull, it's not penetrating you, it's not doing anything nefarious at all. It's just like having a flashlight vs. a light bulb," he said.

Hunting the truth is an art. -H.G. Wells

Always question the received reality. -George Carlin

There is always more misery among the lower classes than there is humanity in the higher.   - Victor Hugo

Offline BeaverDam

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Re: Voice-to-skull technology used in advertisement
« Reply #1 on: December 11, 2007, 06:55:48 pm »
 "The whole idea is to spare other people".      How sweet of them.

Offline Infowarrior

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Re: Voice-to-skull technology used in advertisement
« Reply #2 on: December 11, 2007, 08:06:19 pm »
I'm all for technology, NEW technology, but this goes too far.  Just imagine what they have now that they HAVEN'T told us about.  And this is being pushed as a method of advertising?!

Just remember to question EVERYTHING and test EVERYONE, including the voice in your head that claims to be the voice of God...

You think I'm kidding?  A lot of people could be tricked this way...

Offline dogmadestroyer

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Re: Voice-to-skull technology used in advertisement
« Reply #3 on: December 11, 2007, 08:18:09 pm »
This has already been posted.. I've commented today but can't seem to find the thread at the moment because of the site's inadequate search feature. I'll just say again that its scary as hell when it gets to this point and that when tech crosses the threshold of moving from subliminals and mind control influence to actually altering one's being people cease to being the same human being they once were.
“The Bible tells us to be like God, and then on page after page it describes God as a mass murderer. This may be the single most important key to the political behavior of Western Civilization.”

-Robert Anton Wilson

FearMonger 888: http://www.youtube.com/watch?v=vWRu80jgKzk

Offline Caasi

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Re: Voice-to-skull technology used in advertisement
« Reply #4 on: December 11, 2007, 08:25:29 pm »
Technology like this really makes you wonder about all the MK-Ultra stuff that goes on. Why spend 20 years destroying the mind of someone when you can use something like this to make them think they're thinking whatever? They could make anything sound like your own thoughts it seems. Could be used to onset depression, PTSD, ADD, anything really..
"All the black is really white, if you believe it."

Offline OEJ

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Re: Voice-to-skull technology used in advertisement
« Reply #5 on: December 12, 2007, 11:33:35 am »
This pisses me off so bad. I'll sue the crap out of anyone who beams some message right into my head! I can't believe the nerve of these corporations. I didn't see anything in this article about getting permission or opting out. They just suggest we "get used to it." Well, I won't get used to it.

Maybe those people complaining all these years that the government was beaming messages into their heads weren't just nuts after all.

Offline mtngirl1013

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Re: Voice-to-skull technology used in advertisement
« Reply #6 on: December 13, 2007, 03:33:28 pm »
I'm all for technology, NEW technology, but this goes too far.  Just imagine what they have now that they HAVEN'T told us about.  And this is being pushed as a method of advertising?!

Just remember to question EVERYTHING and test EVERYONE, including the voice in your head that claims to be the voice of God...

You think I'm kidding?  A lot of people could be tricked this way...

I agree... and while I'm not the most religious person, I've heard it said that Satan speaks to your head but God speaks to your heart.

This has already been posted.. I've commented today but can't seem to find the thread at the moment because of the site's inadequate search feature.

Apologies for the double post- I did actually search for this before posting and got no hits.
Hunting the truth is an art. -H.G. Wells

Always question the received reality. -George Carlin

There is always more misery among the lower classes than there is humanity in the higher.   - Victor Hugo